Service innovation: why is it so difficult to accomplish?

Purpose – This article discusses the common factors and hindrances of service innovation. Our purpose is to add a managerial perspective on service innovation.Design/methodology/approach – Multiple case studies on international firms that create competitive advantage through service innovation leadership are the main tool of theory development.Findings – This study answers following two strategic questions: What typical deficiencies exist that prevent firms from using service innovation as a source for competitive advantages?, What are the appropriate recommendations for succeeding with service innovation?Research limitations/implications – The study focuses only on companies in mature markets. The findings are limited to this sector.Practical implications – The paper assists managers in concentrating on the right triggers for succeeding with service innovation.Originality/value – Both scholars and managers still tend to be somewhat vague in suggesting detailed recommendations for service innovation. This...

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